The Honey Mustard Relaunches as Fashion Capsule

The little PR agency that could, formerly known as the Honey Mustard, has quietly undergone a rebranding and a big move. Last month agency director Sarah Murray announced that the Honey Mustard would henceforth be known as Fashion Capsule and the opening of a Style Lounge/office space on West Pender. The new name, she hopes, will better reflect what her business does and let it grow in a more professional, polished manner. "It’s more accurate to what we do. We don’t do food PR; we work with independent fashion, accessory, and beauty brands,” explains Murray. “Our location and name might have changed, but we still believe in the philosophy of 'dress local' and are committed to promoting fashion with a cause.”

Fashion Capsule (formerly the Honey Mustard) was founded in 2003 by Murray, who'd previously worked as a freelance writer and boutique manager and interned at FASHION magazine after graduating from the University of Toronto with a BA in English. With her industry contacts and experience, she soon found herself wanting to be the publicist who pitched the stories rather than the writer who wrote them. Her work in Vancouver coincided with the boom of the local fashion industry: Murray's had her hand in many a local event and organization, including Vancouver Fashion Week, Portobello West and the Generation Next competition, just to name a few.

At the media preview I attended last week, I spotted many a beloved local label in the Style Lounge, a space full of samples that stylists can pull at a moment's notice. Jewelry by OAK and Bueno Style designer Christi York, Brooklyn Designs and Irit Sorokin lined the walls. Cozy Cecile Benac knits prompted thoughts of crisp fall days, while Gaya's latest handbag offerings were a nod to the animal print trend this season.